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MINI Motors Incites Passion with Real-Time Content Marketing

July 15, 2014

Executive Summary

MINI is an automobile company with a cheeky brand personality the marketing of which must break through against larger competitors. In the U.S., MINI’s creative campaigns have ranged from real-time social volleys with other brands to turning a moving car into a live concert venue. Lee Nadler, marketing communications manager at MINI, shared case studies exemplifying the company’s belief that real-time marketing means a company should be present, relevant, responsive, and prepared to be spontaneous.


“MINI Motors Incites Passion with Real-Time Content Marketing.” Lee Nadler, Marketing Communications Manager at MINI. ANA Real-Time Marketing Conference Presented by Starcom, 12/04/13; ANA Digital and Social Conference, 7/15/14.

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